About me
Mine is a story of healthcare, financial services, and technology across two coasts.
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1. Healthcare
At New York metro area’s largest non-profit health insurance company, EmblemHealth, I led multiple teams of writers and marketers, ideated and created content, and managed strategic content initiatives for a wide range of audiences, from members and healthcare providers to businesses, brokers, and partners.
During that time, as I had earned a Master's in Counseling, I also worked in a group home for men in the Bronx, where I focused on addiction counseling and support for basic living needs.
2. Financial services
After over 10 years at EmblemHealth, I decisively crossed into financial services by way of insurance brokerage firms.
I’ve worked for and provided content strategy consultation to some of the largest private and public national and global firms and the smallest, most innovative start-ups (e.g., Alliant, Crystal & Company, and Benefit Consulting Insurance, to name a few).
View of the Manhattan skyline and the Brooklyn Bridge
In this sector, I’ve helped build brands from the ground up, written thought leadership across industries, designed digital and print content, built and led marketing campaigns and sales enablement content, and managed live and virtual events. You name it.
3. Technology
About 8 years ago, I moved from New York to the San Francisco Bay Area, swapping Wall Street’s sleek edges and crisp black suits for dreamy foggy mornings and comfortable shoes.
And, of course, I entered the tech world. I’d work at Demandbase (a SaaS start-up that provides account-based management solutions), Newfront Insurance (a fintech start-up), and SAP (the world’s leading provider of enterprise resource platform software).
In these roles, I’ve created innovative content across sources of demand and helped shape digital platforms, from websites, blogs, podcasts, and award-winning video streaming sites.
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(... and hiking)
I currently live just north of the Golden Gate Bridge with my husband, daughter, and dog (Beagle-mix). When I’m not on my laptop creating content, one of my favorite things to do is hike the trails of the redwood forests and rolling, grassy hills near my home, which, when you get to the top, offer awe-inspiring views that go for miles.
View of the San Francisco skyline and the Golden Gate Bridge
Experience
Deeply passionate about storytelling, I have extensive experience creating and orchestrating multi-media content and campaigns across the buyer journey and all sources of demand. As a successful leader and innovator, I’ve built and managed content and editorial strategy across multiple organizations. And, I have proven the value of these efforts through objective analytics and measured outcomes.
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I know what it takes to work collaboratively in companies of all shapes and sizes—from fintech start-ups to mature, global businesses—to achieve brand and business goals.
Present
Various clients
(National)
Serving startups and established businesses with B2B content strategy and content creation.
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Established and managed brand identity, website design, and SEO-driven content
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Created and managed content across sources of demand across the customer journey, from early awareness blogs and social media to sales sheets and presentations
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Tracked content KPIs
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Wrote and formatted product and solutions sheets for sales teams, informational flyers and brochures for B2B2C, sales enablement content, and personalized benefits websites for clients
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Planned and managed sales campaigns for national Employee Benefits unit
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Assisted CEO in developing a robust mentoring program and wrote supporting content
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American Marketing Association (San Francisco)
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Assisted in organization's rebranding, including revamping of the website
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Beat writer for high-value events
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2022-present
(San Francisco, CA)
SAP is the world’s leading provider of enterprise resource planning (ERP) software. SAP helps businesses manage their core operations, such as finance, HR, and manufacturing, in a centralized and integrated system.
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Managing publisher of the company's thought leadership blog (sap.com/topics)
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Content strategist responsible for content marketing strategy, including SEO and taxonomy
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Integrated marketing specialist responsible for creating end-to-end content programs across sources of demand
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Tracked content and program performance KPIs
2020-2022
(San Francisco, CA)
Demandbase is the pioneer of account-based marketing (ABM) for B2B. They continue to lead in account-based solutions, including sales intelligence and advertising.
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Built and managed integrated account-based marketing (ABM) campaigns
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Created content across media types and channels
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Established the content marketing strategy and editorial guidelines
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Mentored editorial and content strategy colleagues
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Collaborated with partners and influencers in marketing programs
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Tracked content KPIs and program ROI
2015-2022
(NY, NY)
Founded in 1933, Crystal & Company was one of the nation’s most established independent insurance brokerage firms, which had more than 450 professionals and 11 offices across the country. It was purchased by Alliant Insurance Services in 2019.
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Created and managed integrated campaigns across a national sales and marketing team
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Created content across media types and channels to support integrated programs
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Managed digital, print, and design vendors
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Collaborated with partners and influencers in marketing programs
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Tracked content KPIs and program ROI
2002-2015
(NY, NY)
EmblemHealth is one of the nation’s largest not-for-profit health insurers. For the past 85 years, they’ve been taking care of New Yorkers by finding ways to deliver quality care at affordable prices.
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Supervised 3 teams of communications and marketing specialists
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Strategized and wrote high-profile communications projects in support of enterprise sales initiatives and product releases
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​Led market segment events and campaigns to promote lead generation and retention
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Managed digital, print, and design vendors